What if you’re sitting on one of your store’s most valuable marketing assets—and not using it? If you’re like most furniture retailers, your POS system holds a goldmine of customer data. But it’s probably being used for little more than tracking inventory or printing receipts. Meanwhile, your marketing team is tasked with driving traffic, increasing retention, and proving ROI—often without access to the one system that contains everything they need to do that better.
We’ve seen this repeatedly.
At Omni Digital Group, we specialize in helping small and mid-sized furniture stores connect the dots between their POS system and their marketing platforms—like Meta and Klaviyo—so they can personalize campaigns, track store visits, and grow revenue using the data they already have.
This blog post is for Marketing Directors at furniture retailers who are tired of “spray and pray” tactics. This post is for you if you want measurable, high-ROI campaigns that bring real customers back through the door. You’ll learn how top-performing stores are using their POS data to:
- Build better ad audiences
- Personalize emails and SMS
- Track offline purchases back to campaigns
- Use AI to scale what’s already working
Let’s break it down. What Does It Mean to Use POS Data Like the Best in the Business?
Most stores use their POS systems as glorified cash registers. The best stores? They treat it like a marketing brain.
When you integrate your POS with Meta and Klaviyo, you gain the ability to:
- Segment your customer base in real-time
- Deliver personalized messaging based on past behavior
- Track which campaigns lead to in-store purchases
We recently worked with a 25-location furniture retailer in California that wanted to connect its POS system to its marketing platforms. Within 30 days, we implemented a solution that allowed them to identify and target over 425,000 past customers who had previously shopped in-store, unlocking a powerful new audience for personalized email, SMS, and ad campaigns.
Here’s the reality: the top 5–10% of retailers don’t have better tools—they just use them differently.
Top POS-Driven Audiences You Should Be Targeting in Meta
Meta’s Custom Audiences feature lets you upload lists directly from your POS system into Ads Manager. The best stores don’t just upload their full list—they segment it. Here are the top-performing audience types we recommend:
- Entire Customer Database – Broad reach with warm familiarity
- Brand-Based Segments – Customers who’ve bought the top brands your store sells
- Product-Based Segments – Customers of high-ticket items like sectionals or bedroom sets
- Lapsed Customers – Buyers who haven’t returned in 6–12 months
- High-Value Customers – Based on total spend (e.g., $5,000+)
- Repeat vs. One-Time Buyers – Tailor messaging by buying behavior
- Location-Specific Shoppers – Serve ads for local promos by store
A 12-location retailer in Missouri came to us looking to integrate their POS data with Meta. Within just one day, they had a custom audience of 86,000 past customers ready to receive targeted ads, giving them an immediate advantage in reaching people who already knew and trusted their brand. By using POS data to define these audiences, you don’t waste your budget on broad targeting. You focus on people who’ve already shown interest and tailor your creative to match.
How Top Retailers Use Klaviyo + POS Data to Personalize Email & SMS
If you’ve looked into Klaviyo, you already know the platform is powerful. But its true value comes when it’s connected to your POS. When integrated, your Klaviyo account can automatically pull in:
- Brands purchased
- Purchase frequency
- Average order value
- Date of last visit
- Product SKUs
From there, you can build real-time segments like:
- “Send a promo to anyone who bought a recliner in the last 60 days.”
- “Remind single-purchase customers about our loyalty program.”
- “Announce new arrivals from the brand they love most.”
And here’s the kicker: because your POS feeds data back in, you’ll see which emails and texts actually led to in-store purchases—not just clicks or opens—real, trackable revenue.
Yes, It’s All Trackable—and That Changes Everything
Historically, in-store purchases have been tough to attribute. You’d run ads or send emails, then hope foot traffic increased. Not anymore.
With the right integration (or through a tool like Omni Lightning), you can:
- Match offline purchases to campaign engagement
- Understand which audiences convert best
- Optimize spend based on real revenue, not guesses
Omni Lightning, our proprietary software, tracks anyone who engages with a Facebook, Instagram, email, or SMS campaign. If they make an in-store purchase within 28 days, it attributes that sale back to the original campaign. This is how the best retailers confidently scale campaigns. They’re not just measuring reach—they’re measuring ROI with clarity and confidence.
Lookalike Audiences: Meta’s AI Secret Weapon for Local Retail
Since 2017, Meta has been quietly refining one of its most powerful features: Lookalike Audiences.
When you upload a POS-driven list of your best customers, Meta analyzes it and finds new people in your market who behave similarly. That’s machine learning doing the heavy lifting—identifying potential buyers who will likely shop with you because they resemble your existing ones.
You’re no longer guessing who to target. You’re using your own data to scale what’s already working. Using Meta’s Lookalike Audience feature, your customer list can generate a modeled audience of roughly 2.3 million people nationwide. From there, you can narrow it down to the geographic areas around your store locations, ensuring your ads reach new people who closely resemble your existing buyers. Combined with a strong creative strategy, lookalikes can drastically reduce your cost per acquisition while increasing conversion rates.
Are You Using Your POS Data Like the Best in the Business?
If your customer data is just sitting in your POS system, you’re missing a major growth opportunity. The best furniture retailers:
- Connect their POS with Meta and Klaviyo
- Build smarter audiences
- Send more relevant messages
- Track actual revenue, not just vanity metrics
- Use AI to scale their best campaigns
If that’s where you want to go next, we’d love to show you how.
Let’s Unlock Your POS Data Together
Schedule a discovery call with the Omni Digital Group team to learn how we help furniture retailers turn their POS data into real-world revenue. We’ll audit your existing setup and walk you through where the biggest gaps—and gains—are. Stop guessing. Start marketing like the best in the business.
